Apr 25, 2022
May is when we begin to shake off the cold of winter and transition into longer and warmer days. It signals growth, transformation, and movement to brighter days. There is no better time than Spring to focus on growing your practice.
Email marketing is one of the most successful marketing strategies a financial professional can master for prospecting and nurturing your existing relationships. Email marketing can represent many different strategies for your practice, such as email newsletters, promotional emails, client check-ins, and welcome emails. These marketing touchpoints can help build trust and your brand to your clients. But there is one email style, you need to craft just right to build new relationships – prospecting emails.
From your initial introduction to a prospect as a financial professional to crafting strong calls to action that piques your prospect's interest and leaves them feeling obligated to make the next move. Successful email prospecting for financial professionals requires time, patience, and proper testing to ensure you nail the right messaging. By creating content that is meticulously curated, niched, and personalized, your prospecting emails will help convert if you use the correct insights and messaging for your ideal clients.
Prospecting Emails for Financial Professionals
You might be thinking to yourself, I receive hundreds of emails a day, so I am sure my prospect's inbox looks the same way. That is a valid point, but email is still effective if your messaging is relevant to your target market. By segmenting your audience and personalizing your content, your email is useful and can pique your prospect’s interest. Sending the same message to your entire email list is no longer an effective method and you need to spend time thinking about what content your audience wants to read and how can your content benefit the prospect or client. Let’s break down two segments, millennials and baby boomers, and discuss how they like to consume content.
Millennials
Millennials embrace the use of technology and the benefits that come from it. 92% of millennials own a smartphone and use it for social media (84% use Facebook), internet browsing, emails, and more. With smartphones taking charge in millennials' lives, it should be no surprise to you that we’re seeing video lead online content consumption for this generation. By the end of 2022, the video will account for 82% of all internet traffic. If you want to connect with millennials through your marketing efforts, but you are struggling with your messaging, using video links in your emails is a great way to resonate and get your point across to that generation.
Baby Boomers
Baby Boomers were not raised with technology and were not exposed to digital marketing like the generations after them. But they have adjusted, and technology is now an integral part of their lives. Americans 60 and older are spending more time in front of their screens than a decade ago. Baby Boomers now spend more than half of their daily leisure time, 4 hours and 16 minutes, in front of screens, mostly watching TV or videos. By ignoring digital marketing efforts targeted toward your prospects 60 years or older, you are missing out on an engaged audience that has some major financial choices to make. If you can help new retirees or help prepare their adult children for their parent’s finances, use prospecting emails to start that conversation.
Crafting Prospecting Emails
There is no denying the importance of this strategy when trying to attract new clients, but how do you write emails that get results? When you write prospecting emails, you are not intending to be a spammer, but you might seem like you are if your email isn’t well thought out. As you write prospecting emails, put yourself in the shoes of the person who is reading it. What kind of reaction are they likely to have? Here are four tips for nailing your email marketing:
Perfecting your prospecting emails can be a game-changer for your practice and might be the marketing strategy you are missing to attract new clients. To help you drive conversions, focus on a clear and concise message that appeals to the audience you are trying to attract.
Struggling with your email strategy? Partner with a firm that supports our financial professionals to be thought leaders digitally. Schedule a time to chat about your future and learn about ours. Reach out to our Recruitment Director, Erica Ng, for more information
If you or your firm is interested in establishing a social media presence with the use of videos, please check your social media policy and compliance program before implementing any of the ideas above. Take the opportunity to review you Broker/Dealer email, social media and video policies and procedures before moving forward with any communication to the public CRN202504-2248391
Written by Alison DiClemente